Google recently announced that starting June 2022, you will no longer be able to create new or edit existing expanded text ads (ETAs). This means we all have to get pretty comfortable with using Responsive Search Ads (RSAs) in our Google Ads search campaigns. In the past, Google has recommended using many ETAs within campaigns and letting Google test and optimize towards top performers. With RSAs, Google does just that – tests various assets to optimize towards the top combinations of headlines and descriptions. That said, there are more advanced ways to customize your ad copy in a more dynamic manor. Introducing the great and powerful Keyword Insertion, Countdowns and Location Insertion for Responsive Search Ads.
Back in September of 2020, Google announced that they would be reducing visibility in their valuable search terms report. The reason for this change was “to maintain standards of privacy and strengthen protections around user data.” While this was a valid cause for change, it was concerning to advertisers to lose full transparency into exactly what searches resulted in their ads being shown, clicked and converted on. However, times have changed and expectations for privacy is higher than ever.
Customer journeys today are more complex than ever. There has been an overwhelming increase in online shopping due to COVID-19 and there seems to be an increasing number of devices in which you can purchase. Not to mention, there’s the challenge of bridging online research to offline purchase, which is happening more than ever. While there’s no clear-cut way of measuring all of this, attribution modeling sure does help give you a better understanding of how different ads contribute to the end purchase.